NEW ORLEANS AP – Personal injury attorney Morris Bart has spent millions of dollars to make “one call, that’s all” his familiar refrain for television viewers, but new lawyer advertising rules in Louisiana may ruin the return on his investment.

Catchy phrases and mottos like Bart’s have been seen and heard on televisions across the country, prompting some states to silence what have been called deceptive, misleading ads that have eroded the industry’s reputation.